Distractions Kill Transactions. Would you buy you?
Hey everyone. This is Dr. George Birnbach. And I want to have a conversation with you that I had to have with a marketing assistant the other day who was on a phone call with the owner of the practice. And they asked me an interesting question. They said, what’s wrong with my practice? And the answer to that is often quite interesting. It’s usually a lot simpler than you think it is. And so my answer to that is a question straight back to them which is when is the last time you bought your own product?
When’s the last time you stepped into your practice as a patient? Went through your own system. And I don’t just mean listening to scripts. I mean, going through the entire process with the eyes and the ears and the emotions of a patient. when was the last time that you purchased and experienced your own product? You see, we don’t often do that. We might write out the patient map, what are the steps in the experience, but we rarely dive in with the eyes, the ears and the emotions of a patient and look for friction in that patient journey in that funnel design, how clunky is the process? How do I feel when I walk in an office and I see someone smile and call out my name? How do I feel if they don’t? You see, the process only has to be a little clunky to drive away almost every conversion and every new patient’s start.
So we have to start by going through the system and documenting not just the steps of the process but the emotions that we’re feeling in the process. Start by understanding what the outcome is we want and compare it to reality.
All real change starts with a critical look at the truth. But if you don’t have a solid point of reference as an owner, as a manager, as a marketing assistant, you’re going to fall into the habits of assuming that things are happening the way that they were trained to happen. In other words, we’ll be focused on the wrong things and solving the wrong problems. So we want to look at what is the actual process? How do we feel in the process? And I want to look for the friction and I want to look for the value. The friction is anything that, you know, it should have been done better, it could have been done better. Because just the smallest amount of friction creates a distraction and distractions inhibit transactions.
People will not buy if they feel friction in that process, you see. And sometimes before you get to the history, the exam, the report of findings, the case presentation or the financials, the friction’s already occurred and you may not have even known. So here’s the drill for this week.
I want you to go through your own product, go through your own website. If you were a brand new patient arriving on your website how does the process feel? Is it smooth or is it full of friction? Walk in your office as a patient. Look at it with a patient set of eyes. Listen with a patient set of ears and see what’s clunky and see what’s smooth. Is the process fun? And I’m totally serious about fun. One of the strategic tenets I hammer home to practice owners about their practice is it needs to evolve.
It needs to evolve from being efficient to being efficient, effective, and fun. Everything should have that sense of, you know I really enjoyed that. Because from the patient’s side, they’re prioritizing coming to see you instead of doing something else. And if you don’t make it enjoyable and fun and memorable, they’re gonna go find another way to spend their time or another office to spend their time in. We don’t want that for you. So think about this concept that distractions kill transactions.
If you’re not on your own email loop, get on there. If you’re not on your own text message chain, get in there. If you can go as a patient to your website and feel fantastic about the process, you know you haven’t moving in the right direction. And if you can go into your office as a new patient and you walk out going, you know I love the way that I was taken care of today. If you can do that, fantastic. And if you can’t, there’s no judgment, let’s just fix it. And I bet you can get your conversion rates, your attention rates to double or triple by making the practice more enjoyable.
So don’t take it for granted that things are being done a certain way and you don’t have to use secret shoppers just walk through the process with a different set of eyes and ears and emotions and take notes on anything that isn’t exactly the way that you want it to be. And you will find all the little things that we can work on together.
All right, My name is Dr. George Birnbach. Good luck with this, do it this week. And I look forward to hearing about what you find. Bye-bye.